1. International marketing andthe Asia-Pacific Region Developments, opportunities, and research issues PRESENTER AAKASH KUMAR ABHISHEK AGGRAWAL AKASH AGRAWAL

2. Introduction This study highlights international marketing developments, opportunities, and research issues that warrant closer attention. International marketing research considerations pertaining to the Asia-Pacific Region are explored in each section, as well as in the conclusions.

3. Summary Over the last two decades an increasing number of Asian economies have adopted new economic policies that have bolstered their presence in the global marketplace. This development has received a great deal of press coverage and academicians are demonstrating greater interest in pursuing Asia-specific projects.

4. . Furthermore, Asian markets include the two most populous nations of the world, which possess over one-third of the world’s population as well as enormous natural and human resources Technological innovations Eg:NTTDoCoMo has been a clear leader in developing and marketing online telephones. .

5. Findings Figure 1. The influence of IT penetration on the growth of global e-commerce

6. Conclusion A key strength in Asian business practice is reliance on personal and business relationships and networks to accomplish business tasks and consummate transactions. For example, local brands such as Legend Computers in China, in addition to having the ability to more easily adapt to local needs, tastes, and culture, have a significant competitive advantage over MNCs owing to their local relationships and networks.

7. References Bruton, G. and Samiee, S. (1998), “Anatomy of a failed high technology strategic alliance in a transitional economy”, Organizational Dynamics, Vol. 27 No. 1, Summer, pp. 51-64. Business Week (2001), “The best global brands”, Business Week, August 6. Business Week (2002), “Information technology” Annual Report, Business Week, June 24. Chandler, C. (2003), “Coping with China”, Fortune, January. Chao, P. (1993), “Partitioning country of origin effects: consumer evaluations of a hybrid product”, Journal of International Business Studies, Vol. 24 No. 2, Summer, pp. 291-306. Chao, P. (1989a), “The impact of country affiliation on the credibility of product attribute claims”, Journal of Advertising Research, Vol. 29 No. 2, April-May, pp. 35-41. Chao, P. (1989b), “Export and reverse investment: strategic implications for newly industrialized countries”, Journal of International Business Studies, Vol. 20 No. 1, Spring, pp. 75-91. Doebele, J. (2002), “No A for Asia”, Forbes, April, pp. 35-7. (The) Economist (2003), “The local touch”, The Economist, March 6, p. 58. Einhorn, B., Roberts, D. and Crockett, R.O. (2003), “Winning in China”, BusinessWeek, January. Flannery, R. (2001), “China goes global”, Forbes Global, August, pp. 36-8. (The) Great Asian Brands Survey (2002), BrandingAsia.com (accessed July 17). Holstein, W.J. (2002), “Samung’s golden touch”, Fortune, April, pp. 28-32. Jaffe, E.D. and Nebenzahl, I.D. (1993), “Global promotion of country image: do the Olympics count?”, in Papadopoulos, N. and Heslop, L. (Eds), Product Country Images: Impact and Role in International Marketing, International Business Press, Binghamton, New York, NY, pp. 433-52. Knowledge@Wharton (2003), “Can a Chinese legend go global?”, March 12, available at: knowledge@wharton.upenn.edu (accessed March 12). Lociacono, E., Watson, R. T. and Goodhue, D. (2000), “WebQual: a Web site quality instrument”,

8. CONTD………………………….. working paper, Worcester Polytechnic Institute. Lundegaard, K. (2003), “GM, Hyundai join Toyota in top consumer ranking”, The Wall Street Journal, March, p. D3. Moon, I. (2002), “Where 3G is first-rate”, BusinessWeek, July. NUA (2002a), “Asia to experience rise in users and revenues”, Internet Surveys, 26 July, available at: http://nua.ie/surveys. NUA (2002b), “A third of world’s net users from Asia Pacific”, Internet Surveys, 21 June, available at: http://nua.ie/surveys Pan, Y.G. and Schmitt, B. (1996), “Language and brand attitudes: the impact of script and sound matching in Chinese and English”, Journal of Consumer Psychology, Vol. 5 No. 3, pp. 263-77. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49, pp. 41-50.

9. CONTD…………............................... Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64 No. 1, pp. 12-40. Powell, B. (2002), “The legend of legend”, Fortune, September. Tavassoli, N.T. (1999), “Temporal and associative memory in Chinese and English”, Journal of Consumer Research, Vol. 26 No. 2, pp. 170-81. International marketing 491 Walters, P. and Samiee, S. (2003), “Marketing strategy in emerging markets: the case of China”, Journal of International Marketing, Vol. 11 No. 1, pp. 97-106. Wildstrom, S.H. (2001), “Xbox: its all about the games”, BusinessWeek, December. Zeithaml, V., Parasuraman, A. and Malhotra, A. (2002), “Service quality delivery through Web sites: a critical review of extant knowledge”, Journal of the Academy of Marketing Science, Vol. 30 No. 4, pp. 362-75. Zhang, S. and Schmitt, B. (2001), “Creating local brands in multilingual international markets,” Journal of Marketing Research, Vol. 38, pp. 313-25.